Something that we all knew two years ago and that became even more evidently clear this Tuesday was that when Apple decided to base the iPhone on OS X, they had to start from scratch. This is a bit unfair since they had a kernel, driver infrastructure, BSD service layer and so on and already had in place after a recompile and a few tweaks what would take months to build by hand, but that’s not strictly what I’m referring to.
Most mobile phones out there are based on technical foundations years in the making. For most non-smartphones, here’s how it goes: The operating system is a real-time operating system, often developed and maintained by a special company. On top of this: several layers of abstraction, some device-specific, some company-specific, and in this hodgepodge, new functions have continually been added and kneaded back in. (For smartphones, the stack of companies involved is flatter.)
I can easily see why Apple didn’t want to adopt one of these solutions, and I can also see what they’re busy doing all day now: adding back in “missing functionality”. This is functionality that was accumulated, maintained and supported over ages on the existing platforms, functionality that may have helped the complexity of mobile phones but that are nevertheless now almost certainly used by at least hundreds of thousands of people (things like SMS receipts), and functionality that is essential because of widespread usage and usefulness (things like MMS).
When Gruber asks “What’s with the “or all the other stuff that should have been in iPhone 1.0” silliness? Does Segan really think these features haven’t taken time and effort to develop? Should Apple have waited until this coming summer to ship the first iPhone?”, I suspect it’s an effort to acknowledge that Apple really is getting in at the ground floor both in terms of existing implementation and experience, which both helps and hurts them. It comes off as a bit disingenuous, though.
Apple’s goal with the iPhone clearly was to “reinvent the mobile phone”, which includes keeping what’s good and doing it better, and letting you do entirely new things. Just doing one of those doesn’t fit my description of “reinvent”. (YMMV.) They chose to focus on making the interface better, the features more easy to find (and fewer, honestly, by reducing clutter), the music player on par with an iPod and the Internet more eminently browsable. They put a lot on their plate, but I still think they made a mistake by omission.
If you look at the top five things most people do with their mobile phones (pre-iPhone, anyway), very high on that list will be “messing around with the camera”. Almost all the things people miss from the iPhone fall directly out of this: you can’t capture video, the photo quality isn’t very good, you can’t send or receive pictures and videos via MMS or Bluetooth. If you have to file this, this is personal media creation and sharing — something Apple’s historically very good at. iLife and even Photo Booth are great successes and selling points for the Mac. People are now switching to iPhone in what can only be described as “droves” anyway, but I will bet that they are, or at least have been, losing out on a big market who doesn’t want to drop the multimedia abilities.
Those who took to browsing switched to iPhone fairly swiftly, even during the GSM/EDGE days, maybe because of better access to Wi-Fi. If you look at the reason for the next influx of customers, I don’t think the 3G or GPS did it as much as the applications for the everyman and maybe push mail for the suits. I still don’t think Apple’s really captured the “messing around with the camera” market. I think it’s relatively large, and MMS is alive and well not because we all enjoy overpaying for what is basically email, but because it’s so easy and it’s so entrenched. Discount Blackberry owners, and I think you’ll see very few people having wired up email to their phones. I’m willing to bet less than a third of the iPhone owners actively use email on it, and less than half even have it set up.
So to wrap this all up, I don’t think Apple did wrong by not including everything in the first iPhone, but I’m starting to think that they targeted the wrong crowd with the first iPhone. Imagine how much more likely it would have been that it’d take off with just a little better functionality from the get-go for media creation and sharing, maybe at the expense of a few more months in the schedule. I am convinced that they could have done that well before the end of 2007.
Apple didn’t sell, at first, lots of iPhones because they could still do everything useful that your old phone could, unless your needs were relatively spartan and truly restricted to calling people and sending SMS messages. They sold lots of iPhones because they could do the basics, and they did browsing well, and they were cool and easy to use. For every broad feature they could have added, they would have made it significantly easier for some group of millions of mobile phone owners to make the leap. It is my belief that the best choice they could have made for an additional broad feature is that of dealing with media — that is my point.
Moreover, I advise that the iPhone software platform must be opened.